Over the past decade, the landscape of golf club membership in the UK has been transforming. Traditional annual memberships, where golfers pay a fixed fee regardless of how often they play, are no longer the only option out there. Increasingly, points-based membership, or flexible membership categories are becoming a popular choice, especially among golfers who do not play enough golf to make a typical annual subscription to a golf club a cost-effective option. But what is driving this shift, and how widespread is it? Let us look at the numbers and what they tell us about the changing habits of UK golfers.
The Evolution of Points-Based Memberships
Nearly 20 years ago, flexible memberships were rare. In 2007, only around 10% of UK golf clubs offered any form of points-based or flexible membership.By 2017, that figure had quadrupled to about 40%, reflecting growing demand from golfers who did not want to commit to a traditional full membership that they might not fully use. Fast forward to today, and the picture is even more interesting.
The State of Play in 2024–25
According to the Hillier Hopkins 2024–25 Golf Club Survey:
- 40% of members’ clubs (traditional member-owned clubs) now offer flexible or points-based memberships.
- 64% of proprietary clubs (commercially run golf clubs) have introduced these options highlighting they have embraced flexibility more quickly than traditional clubs.
This highlights a significant divergence: while member-owned clubs remain cautious, commercial operators see flexible memberships as a powerful way to attract a broader audience and increase participation.
Why Golfers Love Points-Based Memberships
The growing popularity of these schemes reflects wider lifestyle trends:
- Flexibility: Golfers can pay for the golf that suits their playing habits rather than a fixed annual fee. I myself am one such example. I have a young family and a busy job, so full membership is not justifiable, but I still want to enjoy all the positives that golf club life brings.
- Affordability: Lower upfront costs make the sport more accessible to casual players.
- Choice: Players can “spend” their points on different courses, times, and formats, creating a more tailored experience.
- Attracting New Demographics: Younger golfers, time-poor professionals, and families are increasingly drawn to golf when they are not locked into rigid annual contracts.
What it Means for Golf Clubs
For golf clubs, the rise of flexible memberships is an opportunity:
Flexible packages appeal to a wider customer base, attract fresh players, and encourage lapsed golfers back to the game.
The higher adoption rate among proprietary clubs suggests that commercial operators are leading the way in modernising the membership model to align with today’s lifestyle expectations.
The Future of Flexible Memberships in Golf
The steady rise of flexible, points-based memberships isn’t just a temporary response to lifestyle trends, but it also represents a long-term shift in how golf clubs attract and retain members. Over the next five to ten years, we are likely to see this model evolve even further as both golfer expectations and club business models adapt.
Attracting a New Generation of Golfers
- Flexible memberships are especially appealing to younger players, busy professionals, and families.
- By lowering financial and time commitments, golf clubs can remove barriers to entry and encourage participation from demographics previously underserved by the sport.
- As younger audiences engage, clubs can expect secondary growth in areas like pro shop sales, F&B, and social event participation.
More Clubs Will Adopt Hybrid Models
- Traditional full memberships will remain important for committed golfers, but more clubs are expected to blend fixed and flexible options.
- Hybrid packages might include a baseline annual fee for benefits like handicap management, members’ competitions, and advance booking rights, plus a points-based element for pay-as-you-play flexibility.
Technology Will Drive Change
- Clubs will increasingly adopt apps and online platforms that allow golfers to buy, track, and manage their points in real-time.
- Dynamic pricing (like airline ticketing) could become common, where fewer points are needed for quieter times and more points are required during peak slots.
- Data from these platforms will help clubs personalise offers, driving loyalty and better engagement.
Growth of Multi-Club Networks
- We are likely to see more grouped memberships where golfers buy points to spend across multiple courses.
- Some operators already offer this, but as demand grows, expect regional or even national networks where points become a kind of “currency” for golf.
- This makes the sport more accessible to travelling golfers and younger players who prefer variety.
A Healthier, More Inclusive Golf Industry
- With 64% of proprietary clubs already on board and adoption among members’ clubs slowly increasing, the trend points towards greater accessibility.
- Flexible models could become a catalyst for growing participation in golf, reversing declining membership numbers seen in some areas over the past two decades.
